integrated marketing

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An approach that influences transactions between an organization and its existing and potential customers, clients, and consumers by connecting all marketing channels. Integrated marketing is more of a marketing management approach than a different type of marketing. The primary focus of integrated marketing is to ensure that all communications, the brand positioning, propositions, reputation development, brand personality, and messages are delivered coherently and with impact across every channel and are derived from a single brand positioning and message platform. This holistic approach to marketing communication includes well-managed coordination between advertising, public relations, media, interactive marketing, internal marketing, and communications, sales promotions, events, and sponsorships. This is very necessary because of the simultaneous fragmentation and globalization of media channels and the growth of the Web as a major communications channel. As clients become more sophisticated and media costs spiral, many companies feel a need to move away from mass advertising to a more targeted approach to selected media but where a similar message would repeat across all the channels. See also internal marketing; marketing mix.

Subjects: Marketing.

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